當前面臨兩岸關係起伏，我國兵役制度轉型之際，國防部如何強化國人心防已成重要課題，本研究以國軍反制中共軍演文宣廣告為研究基礎，運用準實驗法檢驗旨揭廣告慣用之宣傳元素及「閱聽人涉入程度」是否可有效影響廣告溝通效果。研究發現，國軍文宣廣告「角色形象」、「音樂調性」與「文案訴求」均可正向影響受試者之「國軍態度」及「廣告態度」，而「閱聽人涉入程度」在上述變項間亦產生中介效果，為國軍文宣廣告提供實務策略建議。

 Amidst the fluctuations in cross-strait relations and the transformation of our country's conscription system, strengthening the psychological defense of our citizens has become an important issue for the Ministry of National Defense (MND). This study is based on the MND’s propaganda advertisements to against the China's military exercises, and utilizes a quasiexperimental approach to examine whether the commonly used promotional elements in the advertisements and “issue involvement” can effectively influence the communication effectiveness of the advertisements. The results showed that the “role image,” “copywriting appeals,” and “musical tone” of military propaganda advertisements positively influenced the attitudes toward military and attitudes toward the propaganda ads. Moreover, the “issue involvement” also plays the mediating effect among the variables, providing practical recommendations for the military propaganda advertisement strategy. Keywords: military propaganda advertisement, attitudes toward military, quasi-experimental method, issue involvement, attitudes toward the propaganda advertisement, advertising communication effect